Our Passionate about Stories series looks at storytelling from organisations of all shapes and sizes. The series gives us an opportunity to learn from brands we love and develop our storytelling skills.
The way big brands use storytelling is always evolving. Some brands use it to tell their own history, some use it in their social media presence and some use it to do good.
One brand, known and loved around the world, is using storytelling to educate their audiences about a cause close to their hearts. Häagen-Dazs have taken it upon themselves to tell their audiences about the plight of the honey bee. An animal integral to their own products and one that is in danger.
Häagen-Dazs is an American brand. Established by husband and wife couple Reuben and Rose Mattus in Brooklyn, New York in 1961.
They founded the company with the vision to “make the most extraordinary ice cream the world has ever tasted”. They wanted every spoonful of their ice cream to be a small taste of luxury.
Although the name is Danish sounding, the name is not Danish. Doris Hurley, the daughter of the two founders, said the name simply came from her father trying to come up with a unique and original name. He sat at the kitchen table for hours saying nonsensical words until he came up with a combination he liked.
To achieve their goal of creating a silky, smooth, creamy and luxury ice cream they committed themselves to use only the highest quality and carefully selected ingredients possible. All of these ingredients were originally mixed together and crafted in the Mattus home kitchen in Brooklyn Heights.
From starting out with just three flavours, vanilla, chocolate and coffee, the company has grown to over 45 different flavours in various shapes and sizes.
The company have over 800 franchises worldwide. It is sold in countries all over the world and is a firm favourite among many.
Today the company is committed to continuing the legacy left by Reuben and Rose Mattus.
“We make extraordinary ice cream and create extraordinary moments. Because we believe little luxuries have the power to elevate the everyday.”
How they use stories
Häagen-Dazs use storytelling throughout their website, marketing and social media work.
They also use storytelling to help their audience learn more about a cause that is important to them.
Since 2008, the company have used its platform to talk about waning honey bee populations, telling stories to entice their audience to action. This has been done through its’Save the Honey bees‘ initiative.
Honey bees pollinate one-third of the foods we eat, including many of the ingredients Häagen-Dazs use to make their pure and simple ice creams, sorbets, frozen yoghurts and bars.
Unfortunately, honey bee populations are disappearing at an alarming rate.
Häagen-Dazs ice cream has teamed up with leading research facilities to donate more than $1,000,000 to honey bee research.
One of their most results methods of highlighting the plight of the honey bee is through the modern methods of Virtual Reality.
Directed by Jason Zada, ‘The Extraordinary Honey Bee’ lets you experience a world that impacts you more than you know.
Through the VR experience, you learn about the plight of honey bees, how their issue affects humans and what you can do to save them.